PENGARUH CITRA BANK DAN KEPERCAYAAN TERHADAP KEPUTUSAN MENABUNG DENGAN WORD OF MOUTH SEBAGAI VARIABEL MEDIASI (STUDI KASUS BANK BRI KCP UNIT DAMPIT 2)

Abstract

Abstract

The purpose of this reseach was to analyze the effect of the bank's image and confidence in the decision to save through Word of Mouth as a Mediating variable on the customer's decision to save at Bank BRI KCP Dampit Unit 2. This research uses quantitative methods by collecting data through questionnaires. The population in this study is the customer at Bank BRI KCP Dampit Unit 2. The sampling technique uses the direct questionnaire method. The sample consisted of 89 respondents with questionnaire collection techniques. Data analysis techniques in this study used descriptive analysis techniques and path analysis. The results of this study indicate that (1) Bank Image and Savings Trust directly affect the Word of Mouth with a t test result of 7.022 with a significance level of 0.000. (2) Bank Image and Savings Trust directly influence Savings Decision with t test results of 4.236 with a significance level of 0,000. (3) Word of Mouth influences Savings Decision with t test results of 4,834 with a significance level of 0,000. (4) Bank Image and Saving Trust indirectly influence Savings Decision through Word of Mouth as an intervening variable with the product of Beta X1 to Beta Y and Beta Z multiplication to Beta Y is 0.38x0,379 = 0.144, and multiplication between Beta X2 to Beta Y and Beta Z multiplication to Beta Y is 0.535x0.379 = 0.20. The first sobel test results (X1 to Y through Z) and the second (X2 to Y through Z) show that the results of the two-tailed probability <0.05

Keywords:  Influence of Bank's Image, Trust Word of Mouth, Savings Decision